Tackling flood risks.
The NSW State Emergency Service (SES) is tackling Australia’s deadliest flood risk in a campaign via The Idea Shed.
The campaign spans BVOD, radio, out-of-home, press and social.
“In the year leading up to 2022, 60% of flood-related deaths in Australia occurred in vehicles, making it staggering that people still choose to drive through floodwater,” said The Idea Shed partner/ECD John Volckman.
“We knew we had to jolt people into action by speaking to their heart, not just their head. This campaign with the NSW SES is Creative Commerce in action."
More than 60% of flood-related deaths in Australia occur in vehicles, and a growing number involving 4WDs and SUVs, according to NSW SES.
Men more than 30 years are most at risk as drivers, while women and children are disproportionately represented among passenger fatalities.
Many incidents occur during routine trips - school pick-ups, commutes and errands.
“It taps into the emotional currency of protecting loved ones, and uses creativity to drive meaningful behavioural conversion at the moment of decision," said Volckman.
Credits
Creative Commerce Agency: The Idea Shed
John Volckman: Partner / Executive Creative Director
Richie Strettell: Partner
Mike Avery: Creative Director
Paul Fiore: Creative
John Fairley: Design Director
Emily Seay: Creative Strategist
Laura Dearden: Senior Account Director
Shona Williams: Senior Account Manager
Production Agency: Chronicle Studios
Nick Robertson: Director
Siobhan Crowley: Producer
Kate Turner: Project Manager
Si Kirk: Photographer
Sound design: Massive Music
NSW SES Team:
Nicole Hogan – Assistant Commissioner Emergency Management
Karen Akehurst – Manager, Community Strategy and Engagement
Belinda Franklin – Community Stakeholder and Engagement Officer
Matt Heap – Media and Communications Officer
